Heineken gives cider drinkers an inch

Inch's cider

Heineken UK has launched Inch’s – a sustainable apple cider made from 100% British apples.

It is available now in 500ml bottles, 4 x 440ml cans and 10 x 440ml cans.

Heineken UK’s biggest-ever cider launch, Inch’s has been created to recruit younger consumers who prefer to buy brands that have a social and environmental commitment to the category.

The launch is supported by a multimillion pound marketing spend that includes TV, video-on-demand, online video and social media activity, as well as a national sampling campaign, focusing on the premise that the brand goes more than the extra inch for a better cider.

Balanced between sweet and dry, Inch’s is a lightly sparkling, ‘medium apple cider’ that is gluten free and vegan friendly.

Heineken UK Cider Marketing Director Rachel Holms commented: “From sourcing to sustainability, we are progressive cider makers on a mission to do things properly in pursuit of a great tasting British Cider that goes that little bit further to do the right thing.

“In doing so, Inch’s will drive appeal and help recruit younger shoppers into the Apple Cider category to drive additional sales for retailers.”

For more information, please contact your Heineken representative or to learn more about Inch’s, visit inchscider.co.uk.